Atmospherics Case Study

1552 Words 7 Pages
In this section, atmospherics will be discussed from the consumer behaviour aspect. The two atmospherics chosen are crowds and promotional deals. The purpose of choosing these two aspects is that both the atmospherics play a key role in the way the scenario is developed in this section.
Crowds
Crowds are continually going to prompt negative shopping encounters (Soyez, 2012). The more swarmed a store is the more probable clients are going to feel restricted and troubled and will figure out how to invest less energy in the store and might settle on clueless shopping choices.
Promotional Deals
Promotional deals, for example, cents‑off deals or 2‑for‑the‑price‑of‑1, offer a financial purchase incentive. This is done regularly in the advancement
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The key for marketers is to bank on promotional deals, music, and crowds which lead them to having more profit. However, the weakness in the theory is that it leads to negative outcomes for the individual as the excitement and the pleasure of the atmospherics used by the marketers makes the buyers purchase more items than required. For purchasers, it is important that they stick to the items they want to purchase and not get carried away by the atmospherics used by the marketers. Scenario 4
Decision-making is viewed as the intellectual procedure bringing about the determination of a conviction or a strategy among a few option potential outcomes. Each decision-making creates a last decision that could conceivably provoke activity. The six phases of decision making are:
The 6 stages are (Thøgersen, Jørgensen, & Sandager, 2012):
• Problem Recognition (awareness of need) - distinction between the fancied state and the genuine condition.
• Information search - Internal pursuit, memory. Outer inquiry on the off chance that you require more data.
• Evaluation of Alternatives - need to set up criteria for assessment, highlights the purchaser needs or does not need. Rank/weight options or resume seek.
• Purchase decision - Choose purchasing elective, incorporates item, bundle, store, strategy for buy and so on.
• Purchase - May vary from choice, time slip between 4 and 5, item accessibility.
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The reason for this is Jack and his friend saw the poster of their favourite footballer on a shop that was selling suits. They immediately made up their mind to purchase the suit from that shop without thinking of other factors (such as if the suit is expensive, if the quality is good, if there are more colours in that particular suit that they have chosen, and so on). Jack and his friend went inside the shop, purchase the suit and came out. This shows that the poster influenced their decision into believing that whatever product the shop was selling, the product quality would be good. The scenario does not reveal any situation which shows that Jack and his friend might be having second thoughts after the purchase of the suit as both he and his friend are busy playing computer games after the purchase of the suit. They have been in the mall for 30 minutes now, and are constantly busy playing

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